oa Journal of Marketing - Apple reaps the fruits of success : brands @ work
|Article Title||Apple reaps the fruits of success : brands @ work|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Dec 2012|
|Issue||Dec / Jan 2012|
Apple's branding success is built on the sale of exceptional products and services that are invariably worth the hype surrounding them. Its reputation for quality was sufficient to convince AT&T to sign an exclusive deal for the iPhone before it was even released.
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